How Bay & Bay is driving meaningful change
“Not a lot of drivers get back to our terminals, so it’s great for us to be able to send a message that essentially says, ‘Hey, we’re thinking about you.”
Since Bay & Bay Transportation was founded in 1941, family has always played a key role. The family-owned trucking and logistics company, headquartered in the Minneapolis-St. Paul area has been delivering high-quality transportation solutions for decades now.
As the organization got bigger over time and expanded its service markets across the nation, the family atmosphere stuck around. But as with any business, maintaining a positive company culture requires a deep commitment to truly listening to the needs and wants of more than 400 employees. That commitment brought Bay & Bay Transportation to WorkHound.
“While doing a demo, our initial thought was that this seems very simple to use and it’s not going to take up a lot of people’s time,” says Jackie Giefer, Director of Operations at Bay & Bay Transportation. “We’d looked at other software that seemed incredibly time-consuming and laborious, whereas this seemed very straight-forward. And we’ve learned it is just that — it’s a very simple tool to use, but it offers a lot in the way of retention.”
For Bay & Bay, the ability to have open, two-way conversations with drivers has been a game-changer.
“We’re able to get in front of a lot of issues drivers have by using WorkHound,” Giefer says. “Not a lot of drivers get back to our terminals, so it’s great for us to be able to send a message that essentially says, ‘Hey, we’re thinking about you.’”
Though open communication is important at all times, it became even more important in 2020 as the COVID-19 pandemic unfolded and gripped the nation. Bay & Bay Transportation strategically used WorkHound messaging to get the word out regarding actions they were taking to keep drivers safe and on the road.
“Our culture is really built around family. That’s been the Bay & Bay way since I started 15 years ago and all the way through,” Giefer says. “That being said, during COVID-19, we’ve all been so concerned. We were able to let the drivers know that we had items for them such as PPE, and that we wanted them to be safe. We were able to keep our culture and atmosphere going during the pandemic by letting them know we care. Being able to use WorkHound to share that information with them was very useful.”
"It’s great for us to be able to send a message that essentially says, ‘Hey, we’re thinking about you."
Jackie Giefer Director of Operations
With a focus on family, Bay & Bay had a longstanding reputation for high quality transportation.
“We’re able to get in front of a lot of issues drivers have by using WorkHound.”
Director of Operations
Bay & Bay Transportation has also been able to use WorkHound to gather truly meaningful feedback. Armed with this feedback, they’ve taken actions both small and large that help promote driver satisfaction.
That’s a critical component of making a tool like WorkHound work for your business: Feedback is step one; action is step two.
“We’ve taken action from the very smallest feedback or request to the largest,” Giefer says. “Drivers notice that. We can say in our broadcasts, ‘We heard your requests. Here’s what we’re doing about it.’”
That includes providing drivers with perspective about plans that may already have been in the works — a level of transparency they are likely unaccustomed to within the industry.
“We might already be in the process of making changes to policies drivers are mentioning in their feedback, but they may not know about it yet,” Giefer adds. “In many cases, acting on feedback is as simple as letting them know of our plans.”
Over time, that level of communication and action helps cultivate trust. Case in point? Driver response.
“Early on, there were a few notes coming in from drivers that said, ‘No one’s going to do anything about this anyway, so I don’t know why it matters,’” Giefer says. “Once the drivers realized that there was someone other than a Bay & Bay employee reaching out to them, that really changed the dialogue. Then drivers really felt like they could speak their mind on the platform without any fear of retaliation.”
Working with WorkHound has provided Bay & Bay Transportation with some compelling results, especially over time as more and more drivers participate.
As of December 2020, the company had received a total of more than 1,500 comments, averaging out to around four comments per driver. As new drivers join on with the company, they also contribute their thoughts. In fact, in a seven-day span in December, 11 new drivers provided feedback.
How does all that feedback translate in terms of driver satisfaction? As Bay & Bay Transportation has consistently committed to taking action on driver feedback, satisfaction continues to increase.
In October, the average satisfaction score was around 6.5 to 6.7, just above the industry average of 6.5. The company set an internal goal of improving to 7.0 or higher, and as of December, averaged 7.35.
But the real proof is in the retention results: as of February 2021, 324 drivers offered critical feedback demonstrating how their experience could be improved, of which 85% were retained. That’s 274 drivers retained an additional 30 days, simply because they provided feedback in real-time.
With a focus on family, Bay & Bay had a longstanding reputation for high quality transportation
The company decided to use WorkHound to support its growing team and increase communications
By solving drivers’ problems with WorkHound, Bay & Bay saved thousands of dollars and hundreds hours of training
Bay & Bay’s focus on employee support has resulted in an improving satisfaction rate
“Driver satisfaction is the biggest benefit of working with WorkHound. It really does make a difference to be able to speak your mind anonymously and know that someone is paying attention to what you have to say.”